4️⃣ tips for keeping consumers engaged BEFORE Black Friday hits

Black Friday and Cyber Monday are a matter of WEEKS away and whether you like it, or agree with it, that weekend is sure to cause a rush of shoppers eager to get their hands on the best discounts and bargains that their heart desires.

In fact, according to Finder, us thrifty Brits plan to spend an estimated £3 billion on Black Friday and Cyber Monday purchases this year.

But as we edge closer to *that* weekend, you may notice your sales going a little quiet and not flowing as well as they have done in previous months. Why?

Because people are holding out for those deals. And while we will see this much more for higher priced products, consumers cannot resist a bargain and if that means waiting a few weeks to see if what they have their eye on will be discounted, then most will be thinking, why not wait and see?!

Annoying? Yes. But as my dad would say, where there is a problem, there is a solution. So here are four tips for keeping consumers engaged in the 3-4 weeks leading up to the Black Friday madness.

1. Build that list baby!

I will say this until I am blue in the face – but you need to be leveraging the pre-Black Friday period to grow your email list.

By encouraging website visitors to subscribe to your newsletter and offering them exclusive early access to your Black Friday promotions, you can add an incredible amount of value (and sales) to your business.

Remember, once someone joins your email list, you own that data and if you nurture people enough via regular emails, there is a high chance of seeing repeat purchases from your subscribers, which means a positive impact on the LTV (Lifetime value) of your customers.

In addition to bringing in new customers, email marketing is also a powerful tool for re-engaging your existing subscribers and previous customers. To overcome these slower periods, reward your loyal subscribers with exclusive offers (such as a free gift with purchase, and this could be as small as a bar of chocolate!) and discounts, outside of the standard timeline for Black Friday. You can even run Facebook ads to people who have bought from you multiple times over a certain time period – giving them an offer as a ‘thank you’ for their loyalty. Reward loyalty, and your customers will soon become raving fans.

2. Leverage scarcity & limited stock messaging

If your products are one of a kind, or you only have limited stock of certain items, then in the weeks before Black Friday, you need to be leveraging that (but only if it is true).

Scarcity is a huge driver of impulse buying behaviour because it taps into our fear of missing out on something. Use your ad copy, organic socials and email marketing to push products that are of limited stock or one of a kind. Use phrases like ‘once they are gone, they are really gone’ or ‘we only have one left of this, grab it while you can’. Using psychology in this way will inspire action and stop people from taking the risk of waiting for your Black Friday offers / promotions.

3. Not a fan of Black Friday?

If you are not partaking in Black Friday this year (or ever), make sure you tell people that. Many of my clients are wonderful independent businesses that don’t believe in slashing their prices, and rightly so – so we often use this time to joke about not being involved in the Black Friday madness.

One of my best performing ads, started with:

“Waiting for our Black Friday sales? Well you are out of luck…”

Don’t presume people know what is coming. Tell them if Black Friday isn’t part of your business ethos and tell them why. Be transparent. Educate them. Focus on building a long term relationship so they can build that know, like and trust factor with you.

4. Create content that adds value / inspires emotion

While it’s natural for consumers to wait for Black Friday sales, you can keep them engaged by providing value through your content.

Share informative, helpful, and entertaining content related to your products or industry. Address common pain points, offer expert advice, and showcase how your products can solve problems – if you can bring in UCG (User generated content) here, even better!

By consistently delivering value, you stay on your audience’s radar and position your brand as a valuable resource, ultimately mitigating the impact of the waiting period on your sales.

Humour, alongside value, is also a great way to stay front of mind with your consumers during slower sale periods. I have been testing this style of content out on my Instagram feed recently (here’s an example) and I have been blown away by the amount of engagement and LEADS that have come from it. Make people laugh, and they will remember you.

The key at this point in the year is to keep your audience engaged as much as possible while building excitement for Black Friday / Christmas. There will likely be a natural drop in sales around this time of year, but it is only temporary and by using these tips, you can ensure that it is minimal.

If you are looking for more tips around Black Friday success, check out this article.


A well-planned Q4 Facebook advertising strategy can significantly boost your e-commerce sales and brand awareness during the busiest shopping season of the year. But for the few weeks before the sale season starts, sales *can* go a little cold. Use these four tips to make sure that doesn’t happen for you.

If you have any questions or would like to talk about growing your business with Facebook ads, please send me a message on Instagram (I love to hang out there) or book a free call with me here.

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